Word: dink
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Dates: during 1980-1989
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These speedy high rollers are uppercrust DINKs, double-income, no-kids couples. They flourish in the pricier suburbs as well as in gentrified urban neighborhoods. There is no time for deep freezers or station wagons in their voracious, nonstop schedules. Many enterprising DINK couples slave for a combined 100-hour-plus workweek, a pace relieved by exotic vacations and expensive health clubs. Their hectic "time poor" life-style often forces them to schedule dinners with each other, and in some supercharged cases, even...
David Eagle, 33, a Hollywood television producer, and Nancy Weingrow Eagle, 31, an entertainment lawyer, also fill out the DINK profile. In order to earn their hefty incomes, each one works 50 to 60 hours a week. They have two dogs and care for them the way they decorate their home -- which is to say, lavishly. "Earthquake, our Labrador-husky mix, has beautiful blue eyes. I have blue eyes, so people think I'm his father," jokes David. "We're going skiing tomorrow and taking both dogs with us." In the late 1960s he supported Eugene McCarthy and was labeled...
...says Faith Popcorn, chairman of New York City's BrainReserve, a hip consulting firm. "There is a desire for security, privacy, a nest. Anything you can make that is easy and secure, warm and available, you can market to their cocoon." Philip Kotler, professor of marketing at Northwestern, divides DINKs into upper and lower classes: U-DINKs and L-DINKs. No doubt, while the L-DINKs are rushing to graduate from K mart to Marshall Field, the U-DINKs will be deserting the Banana Republic for Abercrombie & Fitch. Because busy U-DINKs tend to miss mass-media advertising, upscale magazines...
...DINK dilemma is when or whether to have children. In 1986 the cost of raising a child to age 18 averaged almost $100,000; of course, that figure does not include future college expenses. Like many DINKs, William Cohen, 33, an Atlanta lawyer, and Susan Penny-Cohen, 28, founder of a headhunting firm for lawyers and paralegals, have not yet planned to reproduce. "As our income ^ grew, we found that we had less time," says William. Northwestern's Kotler suspects that the double-incomers' frenzy of consumption will exhaust itself, and more couples will see children as desirable: "Children...
Brotherhood indeed! True, those male jet jockeys opened the space age with daredevil rides in rinky-dink tin capsules and kangaroo hops across the lunar wasteland. But move over, buddy. The women are coming, breaching that old space boys' club and bursting into what Ms. magazine sardonically calls NASA's world of "flaming, phallic rockets." During the next shuttle launch, sitting right there behind the skipper and his copilot, watching those blinking dials and video displays with her eagle eyes, will be Sally Kristen Ride, 32, former schoolgirl tennis star, Ph.D. in physics, cool, witty and attractive...